Tag: business

Use Billboards Better!

This post points out how marketers can better use billboards when advertising.

billboard billboards advertising marketing

Using a billboard effectively in advertising involves several key considerations to ensure maximum impact and engagement with your target audience.

Here are some of the best ways to utilize a billboard:

1). Strategic Placement: Choose high-traffic areas where your target audience is likely to see the billboard. This could be along busy highways, near popular intersections, or in urban centers with heavy foot traffic.

2). Simple and Clear Message: Keep your message concise and easy to understand at a glance. Passersby typically have only a few seconds to absorb the information, so use bold headlines, minimal text, and clear visuals to convey your message effectively.

3). Eye-catching Design: Create visually appealing designs that capture attention and stand out from the surrounding environment. Use contrasting colors, bold fonts, and high-quality images to make your billboard visually striking.

4). Focus on Branding: Use the billboard to reinforce your brand identity and create brand awareness. Incorporate your logo, brand colors, and other branding elements to ensure that your message is instantly recognizable to your target audience.

5). Use of Imagery: Utilize compelling imagery that resonates with your target audience and effectively communicates your message. Whether it’s photographs, illustrations, or graphics, choose visuals that are relevant to your brand and message.

6). Call to Action: Include a clear call to action that prompts viewers to take the desired next step, whether it’s visiting your website, calling a phone number, or visiting your store. Make sure the call to action is prominently displayed and easy to follow.

7). Seasonal and Timely Messaging: Tailor your message to align with seasonal trends, holidays, or special events to increase relevance and engagement. Adjust your billboard content periodically to keep it fresh and timely.

8). Utilize Technology: Incorporate technology such as QR codes, NFC tags, or augmented reality to enhance viewer interaction and engagement with your billboard. These interactive elements can provide additional information or drive viewers to online channels for further engagement.

9). Measure Effectiveness: Implement mechanisms to track the effectiveness of your billboard campaign, such as unique URLs, promotional codes, or surveys. Analyzing key metrics such as impressions, website visits, and sales can help you assess the impact of your billboard advertising efforts.

10). Consistency and Repetition: Maintain consistency in your messaging and branding across different advertising channels to reinforce your message and build brand recognition over time. Consider running your billboard campaign for an extended period to maximize exposure and reach.

By incorporating these strategies, you can leverage billboards effectively as a powerful advertising medium to reach and engage your target audience effectively.

Top 10 Marketing Podcasts for 2024

1). Marketing School
Marketing School by Neil Patel & Eric Siu
Website: https://marketingschool.io

2). The GaryVee Audio Experience by Gary Vaynerchuk
Website: https://lnkd.in/gPP5cVSy

3). The Tim Ferriss Show
Website: https://tim.blog/podcast/

4). The Social Media Marketing Podcast
Website: https://lnkd.in/g4ktkhxv

5). Duct Tape Marketing
Website: https://lnkd.in/gvYdr2h8

6). Marketing Over Coffee by John Wall and Christopher Penn
Website: https://lnkd.in/gq3DTcn3

7). The Smart Passive Income Podcast by Pat Flynn
Website: https://lnkd.in/givUJJNF

8). Perpetual Traffic by DigitalMarketer
Website: https://lnkd.in/gYkRkTnx

9). Social Pros Podcast
Website: https://lnkd.in/gCTV6TBN

10). Online Marketing Made Easy with Amy Porterfield
Website: https://lnkd.in/gb-bermK

To find the most current and relevant podcasts for 2024, I recommend checking podcast directories, industry publications, and online reviews for the latest recommendations. Podcast popularity can change, and new shows may have gained prominence since my last update.

Evaluate markets to make informed strategic decisions

Market analysis is the process of evaluating various aspects of a market to understand its dynamics, trends, and opportunities. It involves collecting and interpreting data related to the target market, industry, and customers to make informed decisions about business strategies, product development, pricing, and marketing campaigns. Market analysis is a crucial step for both new and existing businesses, as it helps them gain insights into the market’s current and future conditions, competitive landscape, and customer preferences.

Importance of Market Analysis:

  1. Identifying market opportunities: Through market analysis, businesses can identify unmet customer needs, gaps in the market, and emerging trends. This allows them to focus their efforts on products or services that have high demand and growth potential.
  2. Understanding customer preferences: Analyzing the market helps in understanding customer behavior, preferences, and pain points. This knowledge can be used to tailor products or services to better meet customer needs and enhance customer satisfaction.
  3. Assessing market size and potential: Market analysis helps estimate the total market size and potential demand for a product or service. This information is crucial for determining the market’s attractiveness and whether it is worth entering or expanding in.
  4. Evaluating competition: Understanding the competitive landscape enables businesses to assess their strengths and weaknesses relative to competitors. This helps in developing effective strategies to gain a competitive advantage and differentiate their offerings.
  5. Pricing and positioning strategies: Market analysis aids in setting appropriate pricing levels and positioning products or services in the market. By considering factors like customer perception and competitor pricing, businesses can optimize their pricing strategy for maximum profitability.
  6. Risk assessment: Analyzing the market allows businesses to identify potential risks and challenges. This helps in developing contingency plans and risk mitigation strategies to safeguard the business against adverse market conditions.
  7. Business planning and decision-making: Market analysis provides valuable data and insights that support informed decision-making and strategic planning. It reduces uncertainty and guides businesses in making well-informed choices.
  8. Market entry and expansion: For businesses looking to enter new markets or expand geographically, market analysis provides critical information on the new market’s viability and potential obstacles.

In summary, market analysis is essential for businesses to make informed and data-driven decisions. It enables them to understand their target audience, competitors, and market conditions, leading to more successful product launches, improved customer satisfaction, and overall business growth.

Sponsorship Empowers Brands; Amplifies Impact

Sponsorship Empowers Brands; Amplifies Impact

Sponsorship in marketing can provide several benefits for both the sponsor and the sponsored party. Here are some of the key benefits of sponsorship:

1). Brand visibility and exposure: Sponsorship allows a brand to gain exposure and reach a larger audience. By associating with an event, organization, or individual, the sponsor’s brand name, logo, and messaging can be prominently displayed, increasing brand visibility and awareness.

2). Targeted marketing and audience engagement: Sponsorship allows brands to connect with a specific target audience that aligns with their marketing objectives. By sponsoring events or organizations related to their industry or target market, sponsors can engage with their desired audience directly, increasing the likelihood of attracting potential customers.

3). Enhanced brand image and reputation: Associating with reputable and popular events, causes, or organizations can positively impact a brand’s image and reputation. Sponsoring events that align with the sponsor’s values or support a social cause can enhance the brand’s perceived values and ethics in the eyes of the audience.

4). Differentiation from competitors: Sponsorship provides an opportunity for a brand to stand out from its competitors. By aligning with unique or exclusive events, a sponsor can create a distinct identity and differentiate itself from others in the market, capturing the attention of consumers.

5).Product/brand integration and sampling: Sponsorship often allows sponsors to showcase their products or services directly to the audience. This can include product demonstrations, sampling, or distributing promotional materials, giving potential customers a firsthand experience and increasing the likelihood of conversion.

6). Relationship building and networking: Sponsorship can facilitate relationship building with key stakeholders, including event organizers, industry influencers, and other sponsors. This networking opportunity can lead to collaborations, partnerships, and further business opportunities, expanding the sponsor’s reach and influence.

7). Media coverage and PR opportunities: Sponsorship often generates media coverage through press releases, news articles, social media mentions, and more. This can amplify the sponsor’s brand exposure and provide additional marketing value through earned media coverage.

8). Community engagement and corporate social responsibility (CSR): Sponsoring community events or causes demonstrates a brand’s commitment to social responsibility. It helps build a positive brand image, fosters goodwill among customers and the community, and can strengthen customer loyalty.

It’s important to note that the benefits of sponsorship may vary depending on the specific objectives, target audience, and the nature of the sponsorship itself. A well-planned and executed sponsorship strategy can be a powerful marketing tool that drives brand growth and generates positive results.

2020 Marketing Trend Predictions

Somediafy posted a 2019 marketing trends review last year (see blog post titled, “2019 Marketing Trend Predictions”).  Below is  recap of Somediafy’s 2019 marketing trend predictions (with outcomes).

2019 Marketing Trends Review:

1. The Rise of Google My Business.

Google ‘My Business’ was important in 2019.  It will become more important in 2020 as ‘near  me’ searches continue to trend upward (Source: Podium.com).

2. Increased focus on retention.

Organizations that retained customers benefited (and will continue to benefit) from lower marketing costs.

3. Consumers’ trust in reputable content.

Consumers will continue seek and rely on reputable content.

4. More Voice Search Usage.

Twenty-percent (20%) of mobile queries are voice search (Source: Brafton.com).  Voice search will continue to rise.  See 2020 predictions below.

5. Growing popularity in USPS Informed Delivery®.

USPS Informed Delivery® had 15.5 million users in February 2019 (Source: Mailomg.com).  USPS Informed Delivery® now has now has 21.6 million users (Source: USPS.com).  USPS Informed Delivery® grew at a solid 39% growth rate.

Somediafy’s 2019 marketing trend predictions held up quite nicely.  The year 2019 will soon be in the rear-view.  Let’s now look forward to the year 2020.

2020 Marketing Trends Predictions:

The year 2020 will bring several trends to follow.  These trends include (but are not limited too) a continued rise in voice search, increased business intelligence use and the rise of Tik Tok.

Here is a snapshot of potential marketing trends to watch in 2020.

1. Voice Search will continue to rise – The Wall Street Journal recently reported that voice devices (e.g., Echo Dot) were among leading 2019 holiday items purchased by consumers on Amazon. Increase voice search platform participation will ultimately lead to more voice search usage.

2. Organizations with abilities to aggregate data will gain competitive advantage(s) – Organizations with abilities to aggregate data across multiple sources will be able to better leverage business intelligence.

3. The Rise of Tik Tok – The social media platform Tik Tok is gaining traction at a steady clip. Tik Tok’s growth is expected to grow in 2020.  The graph below depicts Tik Tok’s recent global internet traffic (Source: Alexa.com).

Tik Tok’s Global Internet Traffic:

TikTok Growth Trend

The 2020 marketing trends above are not meant to be comprehensive.  The marketing topics above warrant attention going into 2020 based on growing interest and necessity.  Somediafy hopes you find this blog posting useful.  Contact Somediafy if you have any questions, or comments.

2019 Marketing Trend Predictions

The year 2018 has come to an end.  The new year will bring about many marketing opportunities.  I have identified several marketing trends to monitor in 2019.  These marketing trends include a) the rise of Google My Business, b) an increased focus on retention, c) consumers’ trust in reputable content, d) more voice search usage and e) growing popularity in USPS Informed Delivery.

Here is a snapshot of each potential marketing trend to watch in 2019.

  • The Rise of Google My Business.  Google My Business is a platform to help businesses reach and engage with customers across Google Search and Maps.  Businesses should complete Google My Business profiles and utilize the service.  Using Google My Business can potentially help businesses with SEO (Search Engine Optimization).  You can learn more about Google My Business by visiting https://www.google.com/business/.
  • Increased focus on retention. It is becoming increasingly difficult acquire new customers.  Retaining current customers and generating positive Word-of-Mouth buzz will help businesses gain and sustain competitive advantages.
  • Consumers’ trust in reputable content. Consumers can overlook your magazine ads, skip through your commercials and avoid seeing your billboard ads.  Consumers will trust the advice they get from family, friends and co-workers.  Provide outstanding service and encourage customers to speak [positively] about interactions with your brand.
  • More Voice Search Usage.  Voice-based commerce sales in the United States surpassed $1.5 billion in 2017.  Voice search sales are projected to reach $40 billion by 2022.  Surfacing among traditional organic online search requests is becoming harder.  Consider optimizing your website for voice search in 2019.
  • Growing popularity in USPS Informed Delivery®.  I must first admit that I work for USPS (United States Postal Service).  I have not seen Informed Delivery® mentioned as a potential 2019 marketing trend in mainstream marketing publications.   USPS Informed Delivery® allows organizations to connect their hardcopy mail and digital marketing strategies by providing users (aka direct mail recipients) with a preview of their mail before it arrives.  I am seeing more marketers use USPS Informed Delivery® across financial, non-profit and retail sectors.  You can learn more about USPS Informed Delivery by visiting https://www.uspsdelivers.com/creating-interactive-experiences-with-informeddelivery/.
Informed Delivery
This is an example showing how ESPN is using USPS Informed Delivery® .

I hope 2019 brings you good tidings!  The marketing trends above are not meant to be comprehensive.  The marketing topics above warrant attention going into 2019 based on growing interest and necessity.  I hope you find this blog posting useful.  Contact me if you have any questions, or comments.

 

 

 

 

 

 

Sources:

Forbes.com –  “5 Marketing Trends to Pay Attention To In 2019”

Entrepreneur.com – “10 Marketing Trends to Watch in 2019”

Duct Tape Marketing Podcast – “The Top Four Marketing Trends for 2019”

USPS.com – “Creating Interactive Experiences with Informed Delivery®”

 

Become Informed about Direct Mail!

Organizations focusing solely on digital marketing should highly consider using direct mail as part of an overall cross functional marketing outreach. Many customers prefer to receive tangible marketing items. Consider using direct mail by:

  • Creating and fostering a loyalty program
    • Reach out to loyal shoppers through direct mail offering deals to encourage shoppers to return
  • Following up with current e-mail responses
    • Many organizations use e-mail to solicit customer contact information. Send direct mail to current and prospective customers to reinforce e-mail communication. Remember, some customers prefer tangible marketing mail.
  • Reaching out to lapsed customers
    • Send a friendly reminder to customers who have not frequented your establishment in a while.
  • Sending out Happy Birthday offers
    • It never hurts to say Happy Birthday.
  • Sending personalized post-purchase discounts
    • Encourage customers who already shop with you to return. Furthermore, offer discounts for frequent shoppers to return with a friend.
  • Mailing out “welcome kits”
    • Hallmark sends welcome kits for members joining its Crown Rewards program.
  • Inviting customers to exclusive events
    • Make customers feel special by creating an invitation only event for your best customers.
  • Targeting seasonal shoppers
    • Send direct mail to shoppers who have visited your location around specific seasonal timeframes.
  • Reinforcing digital marketing efforts through USPS (United States Postal Service) Informed Delivery®
    • USPS Informed Delivery® will let your brand send a physical mail piece with an ability for that mail piece to appear in a direct mail recipients’ e-mail inbox (along with a link going back to your brands’ website).
    • The Post Office scans mail piece images; however, you must set-up an Informed Delivery® campaign to link back to your brand’s website.  Here is a pretty good USPS YouTube video illustrating how Informed Delivery® works (from a marketing standpoint).  Click here to see video.  Informed Delivery® is a FREE service offered by the USPS simply for paying postage.

Direct mail is extremely targetable. Furthermore, it can be used to personalize marketing outreach in ways other marketing channels simply cannot. The USPS is promoting Informed Delivery® as a service to further integrate digital and direct mail capabilities. Successful marketers are using direct mail in ways that complement existing marketing efforts. For example, JC Penney is currently using USPS Informed Delivery® to promote sales (see picture below).

JC Penney Informed Delivery

Direct mail can be used to complement digital marketing. Your business should consider becoming informed about direct mail!

Source: Blog.ometria.com